Shinsegae Simon's Paju Premium Outlets unveils major revamp with 64 brand changes

Sports, outdoor, international fashion and dining offerings expanded

39 new tenants include Musinsa, CJ Olive Young

Singer Gemi to perform Saturday; events run through Oct. 5

A view of Central Square at Shinsegae Simon Paju Premium Outlets [Shinsegae Simon]

Shinsegae Simon Paju Premium Outlets announced Wednesday a sweeping brand overhaul and facility upgrade to offer shoppers a refreshed retail environment.

The revamp covers 64 brands — 39 new tenants, 23 renewals or relocations, and two expansions — accounting for roughly 22 percent of all brands at the outlet. The changes focus on sports, outdoor, international fashion and food-and-beverage offerings, and affect about 10,000 square meters of retail space, or approximately one-fifth of the total floor area.

Fashion brands have been concentrated around Central Square. Adidas and Max Mara expanded their stores, while Brunello Cucinelli and Andersson Bell joined as new tenants. Brooks Brothers will also relocate its store. Musinsa Standard and CJ Olive Young have opened, and JAJU will open as a new tenant as well.

On the second floor, a 1,500-square-meter sports and outdoor specialty zone called "Urban Sports Field" has been created, housing 10 brands including Helinox and Musinsa Standard Sports. Nine food-and-beverage brands are also making their debut, among them Ashley Queens and Shake Shack.

Two panoramic elevators offering views of the shopping center have been installed at Central Square. Additional tables and chairs have been placed in common areas, and a large humpback whale sculpture has been installed.

Singer Gemi will perform at 5 p.m. Saturday at the outlet. A grand reopening event called "The Next Paju" runs from Friday through Oct. 5. From Friday through Sept. 27, Samsung fashion brands — including Beanpole, Galaxy and Juun.J — will receive an additional discount of up to 20 percent. Customers who spend 400,000 won ($297) or more will receive a 20,000 won Shinsegae gift voucher, while those spending 600,000 won or more will receive a 30,000 won voucher.

"We hope visitors enjoy a special autumn outing at Paju Premium Outlets, which now offers an even richer mix of shopping, dining and cultural experiences," a Shinsegae Simon official said.

A large humpback whale sculpture installed at Central Square of Shinsegae Simon Paju Premium Outlets [Shinsegae Simon]

A newly installed panoramic elevator at Central Square of Shinsegae Simon Paju Premium Outlets [Shinsegae Simon]

spa@heraldcorp.com